Instrumental support of competitiveness management of service institutions

Abstract

The effectiveness of the bank's management depends on the information support quality and appropriate diagnostics of the bank's work with its clients, particularly corporate ones. The aim of this investigation is to develop promising tools for diagnostics of the operation of commercial banks serving corporate clients in the regional market. The competitiveness indicator is proposed in this paper as a commercial bank operation diagnostic tool This indicator gives an opportunity to evaluate the bank operation in comparison with its competitors due to the level of satisfaction with the quality of the offered services and the efficiency of its business activities by comparing the bank's competitive position with respect to its competitors. The method of banking services competitiveness determination as a tool of the diagnostics of work efficiency of the third group of commercial banks (PJSC «Metabank», PJSC «Motorbank» and CB «Industrialbank») serving corporate clients in the Zaporizhzhya region market is applied in the paper. The proposed tool for diagnostics of bank efficiency with corporate clients on the basis of determining the integral indicator of banking services competitiveness makes it possible to determine the directions of the increase of its efficiency. The methodology involves step-by-step determination of the average integral evaluation of quality and value indicators of providing services to corporate clients. At the first stage, the selection of quality and cost indicators of providing services to corporate clients and their rationing is performed using the «desirability function» or relatively to the reference value. At the next stage, the weights are calculated according to quality and cost indicators. The offered tool of bank operation efficiency diagnostics makes it possible to reveal directions of the improvement of PJSC «Metabank» work with corporate clients in the regional market, such as: organization of services, improvement of offered services quality and service convenience; increasing the number of branches; improving information support, particularly by improving the staff work with clients concerning professional advice support and by implementing online calculator for services cost determination.